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What is SEO?
SEO is all about you and your audience, we just bridge the gap.
SEO stands for Search Engine Optimisation: a collection of optimisation techniques that help boost a website’s position in a search engine’s rankings - ultimately making your website easier to find.
These nifty techniques consist of onsite fixes, technical SEO (the mechanics behind how your website works), and content marketing - all of which aim to encourage traffic to your site organically. Successful SEO will prompt quality traffic - users that are interested in your product, or relevant to your industry - rather than just any search engine user, alongside increasing the quantity of quality users to your site.
Ready to put your business in front of new customers with SEO? Let's get the ball rolling...
How does SEO work?
The internet is always evolving and the way search engines rank your website on a Search Engine Results Pages (SERP) is no exception. Platforms such as Google and Bing use a plethora of nuanced metrics to best match a user’s query to the most relevant answer contained within its index.
Numerous algorithms are used to do this so search engines can analyse and interpret the intent of a user’s query, alongside the content of a website that answers this query.
These algorithms are constantly changing as search engines update the way they understand language, meaning the order in which websites are deemed most valuable, also changes.
By tracking the changes in a search engine’s algorithms, and the trends within a searcher’s language habits, keeping an eye on what your competitors are doing, and keeping your own site full of up-to-date and unique content, you can ride the turbulent waves of Google’s SERP. However, a digital marketing agency may come in handy, too.
Because of this, SEO is an ongoing and continuous process, allowing your website to adapt, improve, and pull away from the competition.
Who can carry out SEO?
SEO can be carried out in-house, by your marketing manager, or outsourced to a digital marketing agency. Digital marketing agencies are specialist companies designed to provide a range of services covering all the creative and technical aspects of SEO.
We find a level of collaboration between your business and a digital marketing agency reaps the best results. After all, the people in your business are experts at what you do, and are best placed to help us understand your business and what your customers are looking for.
Does SEO change over time?
SEO is a constantly changing landscape of algorithms, technology, and trends. Just when you think you've got it sussed, there will be an update, market shift, or new competitor entering the fray.
Take, for example, the July 2021 Google Link Spam Algorithm Update which knuckled down on links within paid content online. Sites that fail to tag their links appropriately, such as marking them as sponsored, now risk having their links nullified, which will result in a change to the all important Google rankings.
SEO regards other trends in technology, too – not just search engine algorithms. How people interact with technology, and what devices they use whilst doing so, alongside making use of next generation image formats and technology designed to aid web accessibility, all contribute to the ever-changing shape of SEO. This means your website will always benefit from a digital marketer’s ability to jump on the latest trends - keeping your business visible, viable, and always relevant.